Guanabana
Guanabana is a Spanish direct-to-consumer e-commerce brand selling handcrafted bags, bracelets, jewelry, clothing, home décor, and pet accessories made by 600+ artisans in Colombian workshops using ancestral Wayuu and pre-Columbian techniques, shipping across Europe and the United States.
- Company typePrivate
- Founded2000
- HeadquartersEstremera, Spain
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Guanabana does
Guanabana (operated by SUGAR CANE, S.L.) is a Spanish direct-to-consumer e-commerce brand that sells handcrafted fashion accessories and lifestyle products through guanabana.es. The company was founded in 2000 and is headquartered in Estremera/Madrid, with shipping operations from a Madrid atelier serving Europe and the United States. Its offering is organized into women's bags and bracelets (the core range), men's accessories, kids' jewelry, a clothing and espadrilles line, home dinnerware and storage, and pet accessories.
The company's underlying technology is artisan craftsmanship rather than software. Products are made by more than 600 artisans in Colombian workshops using ancestral Wayuu and pre-Columbian techniques, with natural materials (fique fiber, leather, iraca palm) and limited edition pieces in 925 silver and 24k gold. The e-commerce storefront is bilingual (English/Spanish), offers advanced search by category, material, color, size, and price, and runs alongside a separate B2B wholesale portal at guanabana.store. Pricing is unit-based across a wide range, from $19 accessories to $1,811 premium leather and collaboration pieces. The company maintains a low headcount (11-50 employees) and operates without disclosed institutional investors, relying instead on DTC e-commerce, organic social (Facebook, Instagram, Pinterest), email newsletter marketing, and export-development support from ICEX and European FEDER funds. Designer collaborations with Todd Snyder and NIMO-X, plus a POPUP MADRID retail test, round out the go-to-market.
Guanabana firmographics
Firmographics- Name
- Guanabana
- Legal name
- SUGAR CANE, S.L.
- Website
- https://guanabana.es
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Guanabana is a Spanish direct-to-consumer e-commerce brand selling handcrafted bags, bracelets, jewelry, clothing, home décor, and pet accessories made by 600+ artisans in Colombian workshops using ancestral Wayuu and pre-Columbian techniques, shipping across Europe and the United States.
- Ownership category
- akta.pro rank
Guanabana industry classification
Industry- Product category
- Handmade Artisan Fashion Accessories
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Jewelry Retailers (458310), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industry
- Handbags & Purses (CRAAAJAA)
Keywords
Where Guanabana is headquartered
LocationHeadquarters
- HQ city
- Estremera
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Guanabana business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via guanabana.es, offering products at various price points from accessories to premium leather goods
- Wholesale Distribution: B2B sales through dedicated wholesale portal (guanabana.store) for retailers purchasing inventory for resale
- Collaborations and Limited Editions: Premium limited edition pieces including designer collaborations with higher price points (e.g., $240-$120 for charm bracelet sets)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories and Small Items |
| Unit Pricing | Pay-as-you-go | Standard Bags and Bracelets |
| Unit Pricing | Pay-as-you-go | Premium and Designer Collections |
| Unit Pricing | Pay-as-you-go | Home and Pet Products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Guanabana product offering
Product offeringCore offering
Guanabana sells handcrafted artisan fashion accessories and lifestyle products through its own e-commerce storefronts, including handmade bags (macramé, crossbody, tote, handbags, baskets), bracelets, jewelry, fashion clothing, espadrilles, accessories, home dinnerware and décor, and pet accessories. Products are made by more than 600 artisans in Colombian workshops using ancestral Wayuu and pre-Columbian techniques, and are shipped across Europe and the United States from the company's Madrid atelier. A separate wholesale portal (guanabana.store) serves retailer customers.
Product overview
Guanabana is a Spanish e-commerce brand (operated by SUGAR CANE, S.L.) selling handcrafted artisanal products, primarily handmade Wayuu bags and bracelets from Colombian workshops, alongside fashion clothing, shoes, jewelry, accessories, home goods, and pet items. The portfolio includes distinct bag styles (Macramé, Crossbody, Tote, Shoulder, Clutch, Canasto), bracelet collections (Limited Edition in precious metals, Mantra, Werregue, Argantinas, Premium, Earth), and complementary lifestyle categories. The company ships across Europe and the US from its Madrid atelier, with over 600 artisans producing the handcrafted pieces.
Differentiator
Problem solved
Functional benefit
Products and services
- Handmade Bags Handcrafted bags including Macramé Bags, Crossbody Bags, Shoulder Bags, Tote Bags, Handbags, Canasto Bags, and Baskets, made using ancestral Wayuu and pre-Columbian techniques by artisans in Colombia for women and men.
- Bracelets Handwoven bracelets offered in themed collections: Limited Edition (sterling silver 925 and 24k gold, pre-Columbian inspired), Mantra, Werregue, Mix & Match, Premium Collection, Earth, Argantinas, and Kids lines, for women, men, and children.
- Fashion & Clothing (Resort Collection) Resort Collection clothing including linen dresses, sarongs, baby alpaca cardigans, lambskin vests, and ponchos, targeting women seeking artisan and natural-fiber apparel.
- Espadrilles Traditional Spanish-style espadrille shoes available in various colors and designs, including mule espadrilles and crossed band styles, for women and men.
- Jewelry Fashion jewelry including rings, necklaces with semi-precious stones (pyrite, malachite), cubic zirconia pieces, pearls, and anklets, for women.
- Accessories Various accessories including belts, Panama hats, charms, bag straps, phone holders, keyrings, and eyeglass cords, for women and men.
- Home Dinnerware Handcrafted home dinnerware including bowls, placemats (carrot-shaped and standard), napkin rings (starfish, lobster, mushroom themes), coasters, and decorative centerpieces.
- Home Storage & Decor Home storage and décor items including baskets, containers, lamps, and decorative pieces.
- Pet Accessories
Companies that use Guanabana
Customer profileSegments5 records
Ideal customer profiles4 records
Guanabana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Guanabana partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered collaborative.
- Todd SnydercollaborativeDesigner collaboration listed under Collaborations section on the Guanabana website, indicating a co-development or co-branding partnership for exclusive product collections
- NIMO (NIMO-X)collaborativeCollaboration partner listed under the Collaborations section on the Guanabana website
- POPUP MADRIDcollaborativePop-up store collaboration in Madrid, allowing for in-person sales and brand exposure through temporary retail presence
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Guanabana competitors and assessment
Company assessmentDirect peers
- Muzungu Sisters: Muzungu Sisters is an artisan-driven fashion and home accessories brand that works directly with artisans globally to produce handmade bags, jewelry, and textiles. It is directly comparable to Guanabana as a multi-category artisan DTC brand emphasizing heritage craft, ethical production, and a similar price tier ($50–$1,000+).
- Carolina K: Carolina K is a designer-led Latin American fashion brand producing artisan-made resort wear, bags, and accessories with heritage storytelling. It is directly comparable to Guanabana on geography of origin, artisanal positioning, and DTC-led distribution of premium handmade fashion.
- Mata Traders: Mata Traders is a fair-trade apparel and accessories brand working directly with artisan cooperatives in Nepal and India to produce handmade bags, scarves, and jewelry. It is directly comparable on the artisan cooperative model, ethical positioning, and DTC-plus-wholesale go-to-market approach.
- Cuyana: Cuyana is a DTC premium accessories brand focused on handcrafted bags and leather goods produced through global artisan partnerships. It is comparable on the artisan-supply positioning, premium handbag AOV ($200–$600+), and direct-to-consumer e-commerce focus.
- Mayamiko: Mayamiko is an artisan fashion and accessories brand that produces handcrafted bags, jewelry, and home goods through Malawi-based artisan workshops. It is directly comparable to Guanabana on the artisan cooperative supply model, multi-category assortment, and ethical-fashion DTC positioning.
- Made Trade (Made): Made Trade is a curated ethical fashion marketplace and brand carrying artisan bags, jewelry, clothing, and home goods from global producers. It is comparable to Guanabana as a multi-category fair-trade artisan retailer serving premium-conscious consumers via DTC e-commerce.
- Castañer: Castañer is a Spanish heritage espadrilles brand with handmade production in Spain and a DTC plus wholesale model serving Europe and the US. It is directly comparable to Guanabana on Spanish origin, espadrille category overlap, handmade positioning, and multi-channel GTM.
- Soludos: Soludos is a DTC espadrilles and accessories brand with artisanal Spanish craftsmanship and a strong US wholesale presence. It is directly comparable to Guanabana on the espadrilles category, artisan Spanish footwear positioning, and DTC-plus-wholesale channel mix.
Broad incumbents
- Anthropologie: Anthropologie is a large multi-category specialty retailer carrying curated artisan bags, jewelry, clothing, and home décor at premium price points. It is comparable to Guanabana as a broad incumbent whose assortment overlaps with Guanabana's handcrafted bags, bracelets, and home goods categories.
- Etsy: Etsy is the largest online marketplace for handmade goods, including artisan bags, jewelry, and home décor from independent makers globally. It is comparable to Guanabana as a broad incumbent channel where similar handmade Wayuu bags and artisan bracelets are sold competitively.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Guanabana social profiles
Digital presenceGuanabana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guanabana leadership team
Management profileNumber of profiles
Guanabana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guanabana M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Guanabana
What does Guanabana do?
Guanabana sells handcrafted artisan fashion accessories and lifestyle products through its own e-commerce storefronts, including handmade bags (macramé, crossbody, tote, handbags, baskets), bracelets, jewelry, fashion clothing, espadrilles, accessories, home dinnerware and décor, and pet accessories. Products are made by more than 600 artisans in Colombian workshops using ancestral Wayuu and pre-Columbian techniques, and are shipped across Europe and the United States from the company's Madrid atelier. A separate wholesale portal (guanabana.store) serves retailer customers.
Is Guanabana a public or private company?
Guanabana is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Guanabana founded?
Guanabana was founded in 2000. It employs 11 to 50 people.
Where is Guanabana based?
Guanabana is headquartered in Estremera, Spain, in the Europe region.
How does Guanabana make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and collaborations and Limited Editions.
Who are Guanabana's main competitors?
Direct peers on record are Muzungu Sisters, Carolina K, Mata Traders, Cuyana, Mayamiko, Made Trade (Made), Castañer and Soludos. Broad incumbents are Anthropologie and Etsy.
Does Guanabana have an API?
No public API is recorded for Guanabana.
What industry is Guanabana in?
Guanabana's product category is Handmade Artisan Fashion Accessories. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAAAJAA, Handbags & Purses. Its NAICS code is 458 and its SIC code is 5600.